Puma: Corporate Internship ExperienceRun by Immrse / 2020
Estimatedly 70% of students are confused about their career choices, and one can only do a limited number internships during their high-school or college years. Moreover, there was no product that bridged the gap between the theoretical and practical aspects of a career. What if students could experience more career options in a real-world scenario? Immrse, an ed-tech company wanted to create content that could serve as internship learnings across multiple career fields. That’s where the virtual ‘Corporate Internship Experience’ was conceptualised.
The content available on other ed-tech platforms was purely theoretical. What about the social-emotional aspect, I asked. Peer pressure from colleagues, understanding proffessional etiquette, developing confidence and so much more. I conceptualised and co-created an interactive, role-playing game that integrated a real-world experience in a certified educational course.
I created a virtual internship experience foundational for the ‘Marketing’ category and a template extendable across subsequent career categories that would be regularly added. So every summer / winter break, students could prepare to be immersed in a whole new profession.
We began with a ‘Marketing Internship’ set in a popular shoe company that was going to launch their next big sneaker for women. In a few months, Puma was officially on board.
Since the launch was scheduled with a large student base, part of a chain of universities in Tamil Nadu, South India - where breaking a coconut traditionally marked an auspicious beginning, this experience was digitised for a little play and engagement.
The whole experience was divided into 15 episodes. Nudges, choices beetween formal, informal and semi-formal ways of communication and socio-cultural aspects of a workplace were integrated through the 4 week program.
The gamified episodes compute a ‘Cred Score’ that a student can see details of in their profile section.
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A psychometric test at the end helped appraise an in-depth assesment report shared with the student.